Headline (catchy and memorable)

Opportunity Additional User Insights

What’s the problem for me as a user that is worth fixing? What else have we learned about our users to inform this initiative?

• Define ‘user’ for this ATK • How many users are affected? What do we already know? What additional insights do we still need?
• Describe the current problem from the • What’s the frequency of the problem?
users’ perspective.
User perspective

Hypotheses Future Experience

What must be true so that this new initiative changes my behavior? What does it feel like for me as a user when this initiative is done?

If I as a user... Don’t describe feature – think more abstract

then... (e.g. Job to be done)
because...

Overarching Goal Input

How does this initiative contribute to the current company priorities? What’s the invest?

How big is the total invest Which contributors have comitted to support
• How many people months are you planning? this initiative?
• How much additional budget (in €) are you • Team 1 (e.g. Startpage)
planning (e.g. freelancers)? • Team 2 (e.g. Marketing)
Company perspective

Output
What are you delivering in front of internal or external customers?

Short-term: Long-term: What’s out of scope?

• What is your first shipable increment? • How will you approach the following phases?
• When will you deliver it?

Outcome
How do you measure success?

Short-term: Long-term: What must not happen as a side effect?

• Define your specific success metric
Defi • Define your specifi
specific success metric • Defi
Define specific boundary metric.
• Baseline (measured in which timeframe?): • Baseline (measured in which timeframe?): • Max drop:
• Target (measured in which timeframe?): • Target (measured in which timeframe?):
• % uplift
uplift • % uplift